Bosch World Experience,Social Media for Corporate Branding,4th Annual China Digital Marketing & Social Media SummitEmily Lee - Bosch (China) Investment Ltd.,11,Internal | C/CCR-CN | 09/05/2014 | © Robert Bosch GmbH 2014. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.,Bosch World Experience,Bosch Group as a glanceBosch Group as a glance,Bosch Group ,2013 Key Data* 46.1 billion euros in sales 281,000 associates 281,000 associates,AutomotiveTechnologyg, One of the world’s largest suppliers of cutting-edge automotive technologyggg,Industrial Technology,Energy andBuilding TechnologyTechnology,Consumer Goods , World's leading manufacturer of largegearboxes, drive and control, packaging,and process technologyand process technology, Leading manufacturer of thermo- and building security technology World's largest supplier of residential heating systemst, World's largest power tool manufacturer Leading the field in household appliances,* Due to changes in the accounting policies, Bosch no longer reports figures for sales, result and headcount from non-consolidated ventures or affiliates.,2,Internal | C/CCR-CN | 09/05/2014 | © Robert Bosch GmbH 2014. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.,Bosch World Experience,How the target group sees BoschHow the target group sees Bosch,3,Internal | C/CCR-CN | 09/05/2014 | © Robert Bosch GmbH 2014. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.,Bosch World Experience,4,Internal | C/CCR-CN | 09/05/2014 | © Robert Bosch GmbH 2014. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.,Bosch World Experience,ChallengesChallenges,Limited Budget,Audience (size),Internal perception,5,Internal | C/CCR-CN | 09/05/2014 | © Robert Bosch GmbH 2014. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.,Bosch World Experience,ChallengesChallenges,Limited Budget,Audience (size),Internal perception,Full utilization of inter-departmental synergies and sy e g es a dmultiplication effects of social influencers,Additional reach from multiplication via social interaction,Bosch employees following the campaign and askedcampaign and asked to participate through the internal activation.activation.,6,Internal | C/CCR-CN | 09/05/2014 | © Robert Bosch GmbH 2014. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.,Bosch World Experience,7,Internal | C/CCR-CN | 09/05/2014 | © Robert Bosch GmbH 2014. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.,Brand Day 2014: Bosch World Experience,8,Internal | C/CCB-KH | 09/05/2014 | © Robert Bosch GmbH 2014. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.,Bosch World Experience,Around the worldAround the world,San Francisco,Panama ,START:London,END: surprise stationi,Shanghai ,Singapore ,9,Internal | C/CCR-CN | 09/05/2014 | © Robert Bosch GmbH 2014. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.,Bosch World Experience,How did we do it?How did we do it?,Key Message – Bosch is more than you think,RaiseRaise Awareness,Recruit Brand Ambassadors,Tell authentic stories,Engage the community,Generate Earned Media,BWECommunity,Application Process,BWECommunity,PAID Media,OWNED (Social) Media,EARNED Media (iWoM),Phase 1 – Awareness & Recruitment,Phase 2 – Journey & Engagement,10,Internal | C/CCR-CN | 09/05/2014 | © Robert Bosch GmbH 2014. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.,Bosch World Experience,Phase 1 - Activation OOHPhase 1 Activation OOH,11,Internal | C/CCR-CN | 09/05/2014 | © Robert Bosch GmbH 2014. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.,Bosch World Experience,Phase 1 - Activation OOH ChinaPhase 1 Activation OOH China,12,Internal | C/CCR-CN | 09/05/2014 | © Robert Bosch GmbH 2014. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.,Bosch World Experience,Phase 1 - Activation OnlinePhase 1 Activation Online,13,Internal | C/CCR-CN | 09/05/2014 | © Robert Bosch GmbH 2014. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.,Bosch World Experience,Phase 1 - Activation Online ChinaPhase 1 Activation Online China,14,Internal | C/CCR-CN | 09/05/2014 | © Robert Bosch GmbH 2014. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.,Bosch World Experience,What did we do?What did we do?,15,Internal | C/CCR-CN | 09/05/2014 | © Robert Bosch GmbH 2014. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.,Bosch World Experience,What have we planned?What have we planned?,16,Internal | C/CCR-CN | 09/05/2014 | © Robert Bosch GmbH 2014. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.,Bosch World Experience,What have we planned?What have we planned?,17,Internal | C/CCR-CN | 09/05/2014 | © Robert Bosch GmbH 2014. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.,Bosch World Experience,What have we planned?What have we planned?,18,Internal | C/CCR-CN | 09/05/2014 | © Robert Bosch GmbH 2014. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.,Bosch World Experience,What have we planned?What have we planned?,19,Internal | C/CCR-CN | 09/05/2014 | © Robert Bosch GmbH 2014. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.,Bosch World Experience,Phase 1 ResultsPhase 1 Results,20,Internal | C/CCR-CN | 09/05/2014 | © Robert Bosch GmbH 2014. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.,Bosch World Experience,Meet the Bosch ExplorersMeet the Bosch Explorers,21,Internal | C/CCR-CN | 09/05/2014 | © Robert Bosch GmbH 2014. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.,Bosch World Experience,And this was just the beginningAnd this was just the beginning…,22,Internal | C/CCR-CN | 09/05/2014 | © Robert Bosch GmbH 2014. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.,Bosch World Experience,The journeyThe journey,23,Internal | C/CCR-CN | 09/05/2014 | © Robert Bosch GmbH 2014. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.,Bosch World Experience,Live stream during the journeyLive stream during the journey,24,Internal | C/CCR-CN | 09/05/2014 | © Robert Bosch GmbH 2014. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.,Bosch World Experience,The blogumentaryThe blogumentary,25,Internal | C/CCR-CN | 09/05/2014 | © Robert Bosch GmbH 2014. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.,Bosch World Experience,Phase 2 – Online engagementPhase 2 Online engagement,26,Internal | C/CCR-CN | 09/05/2014 | © Robert Bosch GmbH 2014. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.,Bosch World Experience,Phase 2 – Online engagement ChinaPhase 2 Online engagement China,2727,Internal | C/CCR-CN | 09/05/2014 | © Robert Bosch GmbH 2014. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.,Bosch World Experience,Activation with AssociatesActivation with Associates,28,Internal | C/CCR-CN | 09/05/2014 | © Robert Bosch GmbH 2014. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.,Bosch World Experience,Phase 2 ResultsPhase 2 Results,Over 3 Mio. views,Platform土豆优酷酷6酷6凤凰视频56腾讯乐视视频乐视视频爱奇艺,Position网站首页网站首页网站首页网站首页视频网站首页原创频道首页旅游频道首页乐视热点推荐乐视热点推荐原创频道首页,Channel生活,科技,原创原创,播客原创旅行热点热点生活,Views,1,220,637250,983466 673466,673406,710205,762267,52169,679,309,657,Comment4,01120833033036522319010203,29,Internal | C/CCR-CN | 09/05/2014 | © Robert Bosch GmbH 2014. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.,Bosch World Experience,Key messageKey message,30,Internal | C/CCR-CN | 09/05/2014 | © Robert Bosch GmbH 2014. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.,Bosch World Experience,3131,Internal | C/CCR-CN | 09/05/2014 | © Robert Bosch GmbH 2014. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.,Bosch World Experience,Any Questions?Thank You!,3232,Internal | C/CCR-CN | 09/05/2014 | © Robert Bosch GmbH 2014. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.,
